Lisa-Marie Scheller: Empowering Female Artists Through Music And VIZIONS

The music industry has changed, but financial independence remains a challenge for many artists. For women, building a career on their own terms can bring added barriers. Lisa-Marie Scheller wants to address this through VIZIONS Inc., a startup she founded to help musicians release their music through music NFTs and build greater financial independence through their work.

Scheller brings more than a decade of experience across music management, marketing, touring, project planning, and event production. Her career has included work with major labels and independent projects, as well as leadership roles connected to brands such as Netflix, Google, Under Armour, McKinsey, and Sony Four Music. She also brings a background in spiritual doula practice, which has shaped her interest in supporting women through personal and professional change.

With VIZIONS, Scheller is bringing these experiences together to explore a different approach to music distribution and artist ownership. The platform is planned to launch initially for female artists, placing women at the centre of its mission.

Table of Contents

From Music Management to Building VIZIONS

Scheller’s experience spans several areas of the music business. From managing projects and budgets to leading marketing activities, she has worked across the processes that help artists and music projects reach their audiences. These experiences later informed her decision to build a platform of her own.

“You spent more than a decade working across different areas of the music industry. What led you to establish VIZIONS?”

“I spent more than ten years working across the music industry, including major labels and independent projects. My work covered tour management, product management, project planning, marketing, and many other areas. This gave me a broad understanding of how the industry operates and what it takes to bring a music project to life.

Over time, I wanted to take what I had learned and build something of my own. I wanted to explore a model that gives artists another way to release their music and work towards financial independence through their art.

VIZIONS is the result of that experience. It allows me to bring together my knowledge of music management and my interest in new ways of supporting artists. I want to help create opportunities that give musicians more room to build their careers on their own terms.”

Putting Female Artists at the Centre

VIZIONS is planned to launch with a focus on female musicians. For Scheller, this is a central part of the company’s direction, not simply a detail of its initial release. The goal is to place women at the heart of a platform built around music, ownership, and financial independence.

“Why have you chosen to focus the initial launch of VIZIONS exclusively on female artists?”

“The decision to launch with female artists is deliberate. I want to make a clear statement about the place women deserve in the music industry and create a space where their work is at the centre.

For me, this is about giving female artists another way to share their music and explore financial independence through their art. The music industry has many talented women, and I want VIZIONS to contribute to an environment where they can build their careers with greater control over their work.

Starting with women also gives the platform a clear purpose from the beginning. I want the mission behind VIZIONS to be visible in the way we build it, the artists we support, and the opportunities we work to create.”

Exploring Music NFTs and Artist Independence

Music NFTs are part of VIZIONS’ planned approach to music distribution. The platform aims to give artists another way to release their work and connect their creative output with new digital models. Scheller’s focus is on exploring how these tools can support musicians and their financial goals.

“How do you see music NFTs changing the way artists release their work and earn from it?”

“I see music NFTs as one way to explore new possibilities for artists. The music industry continues to change, and musicians need different ways to share their work and build sustainable careers.

With VIZIONS, the aim is to create a platform where artists can release music through music NFTs and explore the financial opportunities connected to their art. I want to help musicians understand that there are different models available to them beyond the traditional approaches to releasing music.

For me, the focus is not technology for its own sake. It is about how a new model can serve artists and support their independence. The platform is being built around that goal, with female artists at the centre of its initial launch.”

Experience Across Music, Marketing, and Events

Scheller’s career has involved responsibilities across several teams and functions. She has managed large budgets and coordinated work involving as many as 70 departments. Her experience also includes community leadership with Sofar Sounds and PR and event production for well-known brands and organisations.

“Your career has involved everything from music management to marketing and event production. How has this range of experience shaped your approach to leadership?”

“Working across different areas of the industry has taught me to look at projects from more than one perspective. Music management, marketing, touring, and event production all have different demands, but they also depend on planning, communication, and coordination.

I have been responsible for large budgets and have worked with many departments at the same time. These experiences have taught me how important it is to understand the wider picture while also paying attention to the details that keep a project moving.

I also believe that leadership requires an understanding of people. A project may have clear targets and deadlines, but the people working on it bring different experiences and needs. My approach combines practical organisation with an awareness of the people involved.”

Bringing Emotional Intelligence into Leadership

Alongside her work in music, Scheller developed experience as a spiritual doula practitioner during the COVID-19 pandemic in Europe. This part of her background adds another dimension to her work with women and informs her perspective on leadership, personal development, and emotional awareness.

“How has your experience as a spiritual doula practitioner influenced the way you work with women and approach leadership?”

“My experience as a spiritual doula practitioner gave me another perspective on supporting women through different stages of their lives. It helped me place greater attention on emotional awareness and the individual experiences people bring to their journeys.

Leadership is often discussed in terms of decisions, results, and responsibility. These things matter, but I also believe that understanding people is an important part of leading well. Everyone has a different background, and people may be dealing with challenges that are not immediately visible.

I bring this awareness into my work and into the way I think about female leadership. I want to create work that recognises women as individuals and gives them room to develop their own direction.”

Building a Business with Purpose

For Scheller, VIZIONS brings together her experience in the music industry and her interest in supporting women. The platform’s initial focus on female musicians gives the company a defined starting point as it works towards its broader aim of helping artists release music and pursue financial independence.

“What has been the biggest challenge in turning your experience and vision into a startup?”

“Building a company means bringing different areas of knowledge together and turning an idea into something practical. My background has given me experience in many parts of the music business, but establishing a startup requires a different kind of responsibility. You have to think about the platform, its purpose, the people it serves, and the work needed to bring it to life.

For me, it has been important to stay connected to the reason behind VIZIONS. The goal is to build a service that supports musicians and creates another route for them to release their work.

I draw on the experience I have collected throughout my career, while also recognising that building something new involves continued learning. I want the decisions we make to reflect the purpose of the company and the artists we aim to support.”

Looking Ahead: The Future of VIZIONS

Lisa-Marie Scheller remains active in the international music community. Her attendance at festivals, industry gatherings, panel discussions, and crypto conferences keeps her connected to conversations across music and technology. These networks form part of the wider environment in which VIZIONS is taking shape.

“What are your priorities for VIZIONS as you prepare to develop the platform, and what advice would you give to women building careers in the music industry?”

“My priority is to develop VIZIONS around its central purpose: helping artists release their music through music NFTs and work towards greater financial independence through their art. The initial focus on female artists is an important part of that direction.

I want to keep learning from the music industry, technology, and the artists themselves. Building a platform requires an understanding of the people who will use it, so listening and remaining open to new perspectives will continue to matter.

For women building careers in music, I would encourage them to recognise the value of their experience and keep developing their knowledge. The industry has many different paths, and there is room to build a career that reflects your own strengths and ambitions. It is worth exploring new possibilities while staying clear about what you want your work to stand for.”

Connect with Lisa-Marie Scheller on LinkedIn and follow VIZIONS on Instagram for more.

VIZIONS: hello@vizions.app

Website: https://www.vizions.app/

VIZIONS is currently open to investors in the UAE for its decentralized payout system.